Don't Suck at Social Selling

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Need Social Selling training? Visit http://ronankeane.com/social-selling-training-for-companies/

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Don't Suck at Social Selling

  1. 1. Don’t Suck at Social Selling! How to be an Effective Social Seller By Ronan Keane Social Media Marketing Manager
  2. 2. What am I doing WRONG?! How to be an Effective Social Seller – Ronan Keane – XO Communications
  3. 3. Are you that guy? How to be an Effective Social Seller – Ronan Keane – XO Communications
  4. 4. …or this gal? How to be an Effective Social Seller – Ronan Keane – XO Communications
  5. 5. I’m too busy How to be an Effective Social Seller – Ronan Keane – XO Communications
  6. 6. Seriously…who has the time? How to be an Effective Social Seller – Ronan Keane – XO Communications
  7. 7. I don’t know where to start. How to be an Effective Social Seller – Ronan Keane – XO Communications
  8. 8. Cold calling? How to be an Effective Social Seller – Ronan Keane – XO Communications
  9. 9. No one’s paying attention. How to be an Effective Social Seller – Ronan Keane – XO Communications
  10. 10. It’s only for these guys. How to be an Effective Social Seller – Ronan Keane – XO Communications
  11. 11. I just don’t see the value. How to be an Effective Social Seller – Ronan Keane – XO Communications
  12. 12. Here are some stats that will floor you! How to be an Effective Social Seller – Ronan Keane – XO Communications
  13. 13. 3 in 5 IT decision makers use social media to learn about new products and technologies. How to be an Effective Social Seller – Ronan Keane – XO Communications
  14. 14. 86% Business technology decision-makers that use social media for business reasons. How to be an Effective Social Seller – Ronan Keane – XO Communications
  15. 15. 57%of sales process is complete by the time sales gets involved. How to be an Effective Social Seller – Ronan Keane – XO Communications
  16. 16. Decision-makers are now very knowledgeable. How to be an Effective Social Seller – Ronan Keane – XO Communications
  17. 17. Prospects are Googling you and looking at you on LinkedIn before you walk in the door. How to be an Effective Social Seller – Ronan Keane – XO Communications
  18. 18. Social Selling isn’t hard but it’s not easy either. How to be an Effective Social Seller – Ronan Keane – XO Communications
  19. 19. Most of what you know offline applies online. How to be an Effective Social Seller – Ronan Keane – XO Communications
  20. 20. “The best reps aren’t just present in social media, they position themselves as credible and influential sources in customer networks.” - Sales Executive Council - How to be an Effective Social Seller – Ronan Keane – XO Communications
  21. 21. It all comes down to How to be an Effective Social Seller – Ronan Keane – XO Communications
  22. 22. Do you need Social Selling training? Contact Ronan by visiting RonanKeane.com
  23. 23. Build a strong and trustworthy personal brand How to be an Effective Social Seller – Ronan Keane – XO Communications
  24. 24. First Impressions Count What does your profile say about you? Have you included your Unique Selling Proposition And Value Propositions How to be an Effective Social Seller – Ronan Keane – XO Communications
  25. 25. The Fundamentals PHOTO ACTIVITY FEED HEADLINE CURRENT ROLE CALL-TO-ACTION How to be an Effective Social Seller – Ronan Keane – XO Communications
  26. 26. The Fundamentals How to be an Effective Social Seller – Ronan Keane – XO Communications
  27. 27. You Are Invisible Your Profile Title should not just be about what you do. How to be an Effective Social Seller – Ronan Keane – XO Communications
  28. 28. You Are Invisible Gary has over 25 years experience assisting businesses and owners with their accounting needs. Specialties: Business organization, tax, accounting, QuickBooks, retirement planning Your profile looks like 250 other account profiles. How to be an Effective Social Seller – Ronan Keane – XO Communications
  29. 29. Get Attention and Build Trust Jane Takahashi I help CIOs and IT professionals buy Cloud Computing, Intelligent Networking, and IP Communications. Your Profile Title should be about how you help people. How to be an Effective Social Seller – Ronan Keane – XO Communications
  30. 30. Summary – Your Elevator Pitch Email me at Jane.Smith@xo.com , call or text me at (555) 555-5555 Technology and communications are changing rapidly. BYOD, Cloud, Mobility, Security and Big Data are re-shaping the way CIO and IT professional are managing their businesses. I consult with and help CIOs and IT professionals buy the best Cloud Computing, Intelligent Networking, and IP Communications solutions for their needs. My Specialties: • IP Communications • Cloud Services • Content Streaming • Cloud Hosting • Cloud Security • Cloud Storage • Cloud Contact Center How to be an Effective Social Seller – Ronan Keane – XO Communications
  31. 31. Make Your Value Interactive How to be an Effective Social Seller – Ronan Keane – XO Communications
  32. 32. Skills – 3rd. Party Corroboration How to be an Effective Social Seller – Ronan Keane – XO Communications • IP Communications • Cloud Services • Content Streaming • Cloud Hosting • Cloud Security • Cloud Storage • Content Streaming • Online Video Management Platform • Cloud Contact Center Include more customer service-related skills like: • Project Management • Project Delivery • Scope Management • Sales Process • Customer Success
  33. 33. Your LinkedIn Profile URL How to be an Effective Social Seller – Ronan Keane – XO Communications Add it to: 1. Your business cards 2. Your presentation decks 3. Your email signature
  34. 34. Share Good Content How to be an Effective Social Seller – Ronan Keane – XO Communications
  35. 35. IncreaseYour Network…Quickly How to be an Effective Social Seller – Ronan Keane – XO Communications
  36. 36. Get Recommendations How to be an Effective Social Seller – Ronan Keane – XO Communications
  37. 37. How to be an Effective Social Seller – Ronan Keane – XO Communications
  38. 38. Buying and Selling is Changing Rapidly Two New LinkedIn Members Every Second 35% of Members Access LinkedIn Daily Average Time On-Site: 17 minutes 2.6 Million Company Pages One Million Groups 39% pay for a premium LinkedIn account (Business, Business Plus and Executive).
  39. 39. Buying and Selling is Changing Rapidly • 87% of members trust LinkedIn as a source of information affecting decision making. • 44.5% said increased face-to-face networking effectiveness. • 37.6% built new relationships with potential customers.
  40. 40. Do you need Social Selling training? Contact Ronan by visiting RonanKeane.com
  41. 41. Shaping Customer Demand Through Pre-Funnel Engagement Sales Executive Council Study Corporate Executive Board
  42. 42. High-Performer Survey Results 1. “Hi-pers”, across industry, leverage social media to gain access to business opportunities. 2. High-performers deliberately use social media to position themselves where customers learn. 3. Twitter and LinkedIn present tremendous scale and reach benefits over traditional networking channels.
  43. 43. High-Performer Survey Results “LinkedIn and Twitter give me access to the whole ecosystem around that account--consultants, other providers, my key contacts…Based on [my contact’s] connections, it’s easy to see if competition is lurking.” “Star”Account Manager,Telecommunications
  44. 44. Core Performer Vs. High Performer • Believes lead generation is the company’s responsibility. • Assesses opportunities based on clarity of customer needs. • Undiscerningly uses social media (“spams” their network). • Conducts non-traditional due diligence. • Personally owns lead generation. • Leads with insight. • Uses social media as a channel. Fills orders by reacting to existing demand and settled customer needs. Sells where customers learn, shaping demand by teaching customers into the funnel.
  45. 45. CIO/Decision Maker Responses
  46. 46. CIO/Decision Maker Responses • Urgent need to learn something, not buy something.
  47. 47. CIO/Decision Maker Responses • Urgent need to learn something, not buy something. • Teach me something new!
  48. 48. CIO/Decision Maker Responses • Urgent need to learn something, not buy something. • Teach me something new! • Not the quality of their products, but the value of their insight.
  49. 49. CIO/Decision Maker Responses • Urgent need to learn something, not buy something. • Teach me something new! • Not the quality of their products, but the value of their insight. • They win by the insight they deliver. Respondents were very clear on these points.
  50. 50. Five most influential factors in prospects’ buying decision
  51. 51. 1. Rep offers me unique and valuable insights on the market. Five most influential factors in prospects’ buying decision
  52. 52. 1. Rep offers me unique and valuable insights on the market. 2. Rep helps me navigate alternatives. Five most influential factors in prospects’ buying decision
  53. 53. 1. Rep offers me unique and valuable insights on the market. 2. Rep helps me navigate alternatives. 3. Rep provides me with ongoing advice or consultation. Five most influential factors in prospects’ buying decision
  54. 54. 1. Rep offers me unique and valuable insights on the market. 2. Rep helps me navigate alternatives. 3. Rep provides me with ongoing advice or consultation. 4. Rep helps me avoid potential landmines. Five most influential factors in prospects’ buying decision
  55. 55. 1. Rep offers me unique and valuable insights on the market. 2. Rep helps me navigate alternatives. 3. Rep provides me with ongoing advice or consultation. 4. Rep helps me avoid potential landmines. 5. Rep educates me on new issues and outcomes. Five most influential factors in prospects’ buying decision
  56. 56. Join your allotted 50 Groups! 1. Your industry/competitors groups 2. Vertical/Geo-location 3. Buyer Persona
  57. 57. Buyer Persona Groups
  58. 58. Trick – “Skills”Will Unlock Groups
  59. 59. Message anyone you want Follow people like first degree connections
  60. 60. Start new relationships and warm up leads
  61. 61. RSS (“Really Simple Syndication”) is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video— in a standardized format. What is RSS?
  62. 62. Build Trust by Teaching and Sharing News.Google.com
  63. 63. Feedly.com Build Trust by Teaching and Sharing
  64. 64. Tweetdeck.com Build Trust by Teaching and Sharing
  65. 65. Build Trust by Teaching and Sharing
  66. 66. Build Trust by Teaching and Sharing
  67. 67. Build Trust by Teaching and Sharing
  68. 68. Google Currents Build Trust by Teaching and Sharing
  69. 69. Let’s talk about Twitter
  70. 70. Twitter Benefits • Listen to your customers and their competitors. • Interact and connect with influencers in your industry. • Discover content and learn. • Become more influential. • Discover potential leads.
  71. 71. Reality check • Most c-level execs aren’t on Twitter…but the people who influence them are. • There’s a bunch of noise on Twitter. If you’re going to add to it don’t bother. • If you don’t have LinkedIn basics down focus on that before Twitter. • It takes time and effort to achieve goals on Twitter. You won’t become influential overnight.
  72. 72. What DoesYour Profile Say About You?
  73. 73. Get Your Username and Update Your Profile
  74. 74. Follow Other People for Insights and Information
  75. 75. Use Lists to Stay Organized
  76. 76. Sources for Finding People to Follow
  77. 77. Follow Other People for Insights and Information
  78. 78. Twitter Clients - Tweetdeck
  79. 79. Twitter Clients - Hootsuite
  80. 80. What Gets Measured Gets Improved
  81. 81. What Gets Measured Gets Improved
  82. 82. Thank you!
  83. 83. Do you need Social Selling training? Contact Ronan by visiting RonanKeane.com

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